How Gogoma Validated Its Clean-Ingredient Dog Treats (and Found the One Thing Holding the Bag Back)

88% of experts rated the treats 4 or 5 stars · 43 vetted industry experts · A clean-ingredient positioning, validated

About

Gogoma makes clean-ingredient, functional dog treats, a variety line built around specific benefits (greens, joint support, digestion) with a charming, design-forward brand. This study put a four-flavor sampler (Mighty Greens, Forever Gold, Dashi, PB Jubilee) in front of 43 industry experts and their dogs.

The Challenge

Gogoma had a beautiful brand and a clean-label story in a pet category crowded with junk. Before scaling, they needed to know two things: does the product actually win (do dogs like it, do the clean ingredients matter to buyers), and what’s standing between it and the shelf?

What We Did

A sampling study by The Product Lab with 43 industry experts, who tested the treats with their own dogs and reviewed packaging, product, positioning, and price.

What the Study Revealed

• The product wins. 88% rated the treats 4 or 5 stars, dogs “ate every flavor without pause,” and the clean, simple ingredients were the most-praised feature. Repurchase intent was strong.

• The clean-ingredient, functional positioning is a real wedge. Experts singled out the joint and digestive options and repeatedly said “I feel good giving it to them,” a clean choice in a category that rarely offers one.

• But the packaging is burying the story. The single most consistent note: the beautiful, brand-forward design hides the function. “The brand name is too large and takes away from the product benefits.” Experts wanted the benefit, and even “this is a dog treat,” made obvious on-pack, with flavor names like “Dashi” secondary to what each treat does.

• Two more fixes surfaced: breakage and treat size (treats crumbled; requests for sturdier packaging, a bite-size training version, and a softer option), and value clarity (small sample bags left experts unsure on price and size, with several wanting bigger bags and clearer serving and calorie info).

Where Gogoma Is Now

Gogoma walked away with the validation it needed, the product and the clean-ingredient positioning are winners, plus a tight, ranked fix-list to convert that into shelf performance: make the pack sell the function, solve breakage and treat size, and clarify the pack-size and price architecture.

“My dog loved them, so I’d repurchase. I also really appreciate the clean ingredients, which is harder to find in the pet space.”
— Industry expert, Gogoma sampling study

“The brand name is too large and takes away from the product. I’d improve the visibility of the benefits on the packaging.”
— Industry expert, Gogoma sampling study (the constructive read behind the packaging fix)